Postpartum care is a totally untapped, underserved market, Frida CEO Chelsea Hirschhorn realized. "As a second-time mom, I felt just as unprepared,” she said. “I knew what I wanted, because I had been through it before, but there was nowhere to get it. I had to wait to go to the hospital to try and get the underwear. There were no postpartum recovery sections in any stores."
The underwear is one of many new things the company rolling out. Other products include a peri bottle, ice maxi pads, witch hazel pad liners and witch hazel healing foam. They sell starter packs of all this stuff in the Postpartum Recovery Essentials Kit and the Labor and Delivery + Postpartum Recovery Kit, which also comes with socks, a chic black gown that you can labor in, as well as a bathroom caddy for all your supplies.